Model Strategi Inovasi Digital dalam Meningkatkan Keunggulan Kompetitif di Sektor Jasa E-Commerce

This research aims to understand how the digital innovation strategy model can enhance competitive advantage in the e-commerce service sector. The e-commerce service companies that are the subjects of this research are the top 5 (five) online stores in Indonesia, namely: Shopee, Tokopedia, Lazada, Blibli, and Bukalapak. In this study, 100 people were selected as the sample. Primary data were obtained from questionnaires distributed both online (Google Form) and offline. Based on the research findings, there is a significant influence between innovation strategies and digital technology on competitive advantage in e-commerce services. The impact of this research highlights the importance of business innovation and the optimization of digital technology as strategies to enhance competitive advantage and strengthen company performance, particularly in the e-commerce service sector. This strategy allows service companies, in this case online stores, to expand their market, enhance competitiveness, and drive sustainable growth. In addition, by leveraging technologies such as AI, IoT, and data analytics, companies can enhance efficiency, build customer loyalty, and open new business opportunities, thereby creating sustainable competitive advantages.